UFC Gym Australia is a brand extension of UFC, a global name in the sport of mixed martial arts (MMA). Offering group fitness classes, private MMA training, personal and group dynamic training, plus MMA-style youth programming, UFC Gym endeavours to target all ages and fitness levels. While memberships start from five years old, the core market is from 18 to 39 years.

“The great thing with our brand offering is that it can be tailored for any age group,” says CEO Maz Hagemrad.

“For instance, we run a Family Daily Ultimate Trainer whereby parents work out with their kids in the same class.

“With the ageing population, the over-55 bracket is becoming a key strategic market, and we are aiming to educate this demographic about the key health benefits of our workouts.”

Hagemrad says the main challenge is combating the brands that have commoditised the fitness market based on price point.

“This has sucked the value out of the industry, and along with this the culture and community that was once in fitness centres has diminished. We are restoring this culture and building the community by championing camaraderie and encouraging friendships.”

He views convenience as a key factor in providing member value. This includes ease of access, ease of parking and ease of booking into classes via the new UFC Gym Australia app. “However, we won’t devalue our premium offering for the sake of convenience. Therefore, real-estate selection becomes a key priority in our aggressive rollout.”

Benefits of buying a franchise include the brand equity affiliated with the UFC and UFC Gym merchandise, which forms a significant component of a franchisee’s revenue stream. Franchisees can also benefit from vendors being vetted and prices negotiated on group buying, both locally and internationally.

“Do your research – don’t let the initial capital expenditure be your barrier to entry, and ensure the brand you commit to has a strong history to ensure a stronger future,” Hagemrad advises potential franchisees.